About

We are a design and research studio working at the intersection of strategy, design, and futures practices. We collaborate with public institutions, cultural organisations, and mission-driven business to navigate complex social, environmental, and business challenges. Our work supports organisations that need to think beyond the present while staying grounded in real-world conditions.

How we work

Our projects span futures-oriented strategy, service and experience design, and participatory learning formats. We support organisations in exploring alternative directions, rethinking existing practices, and engaging people meaningfully in shaping change. Work is always grounded in real-world conditions rather than abstract models.

We work collaboratively, partnering closely with organisations and stakeholders throughout the process. Our approach combines research, workshops, and design to make complex issues tangible and discussable. We see futures and participation as practical tools for working together.

We regularly share reflections, methods, and ongoing thinking through our Substack, Liminal, where we write openly about design, futures, and responsibility in practice.

Our Approach

Start by understanding

We invest in research, listening, and mapping context. We look at what’s shifting, where uncertainty lies, and what futures are possible before we move toward decisions.

Design is sensemaking

Design is how we clarify complexity, align teams, and turn early concepts into testable prototypes. It’s not only a visual aesthetics but also a thinking process.

Participatory and collaborative

We involve teams, communities, and stakeholders throughout the process using participatory methods.

Comfortable with ambiguity

We don't jump to conclusions when the challenge is complex. We help teams make sense of nuances and work through it methodically.

Our Approach

Start by understanding

We invest in research, listening, and mapping context. We look at what’s shifting, where uncertainty lies, and what futures are possible before we move toward decisions.

Design is sensemaking

Design is how we clarify complexity, align teams, and turn early concepts into testable prototypes. It’s not only a visual aesthetics but also a thinking process.

Participatory and collaborative

We involve teams, communities, and stakeholders throughout the process using participatory methods.

Comfortable with ambiguity

We don't jump to conclusions when the challenge is complex. We help teams make sense of nuances and work through it methodically.

Our Approach

Start by understanding

We invest in research, listening, and mapping context. We look at what’s shifting, where uncertainty lies, and what futures are possible before we move toward decisions.

Design is sensemaking

Design is how we clarify complexity, align teams, and turn early concepts into testable prototypes. It’s not only a visual aesthetics but also a thinking process.

Participatory and collaborative

We involve teams, communities, and stakeholders throughout the process using participatory methods.

Comfortable with ambiguity

We don't jump to conclusions when the challenge is complex. We help teams make sense of nuances and work through it methodically.

Our DesignDesign Community

Alongside client work, we run a design community through public meetups and an open repository of design methods DesignDesign. This work allows us to test ideas, share practices, and stay in conversation with designers, researchers, and practitioners. It also informs how we approach projects and learning formats.

Founder

Proong was founded by Freddie Sukprasong, a designer and researcher working across strategy, service design, and futures practices. He has designed and led complex digital products in EdTech, sustainability, and language technology, including at DeepL, shaping how people collaborate with AI in everyday writing.

He holds a Master’s degree in Social and Cultural Anthropology from KU Leuven, Belgium and developed his specialisation in Speculative Design and Strategic Foresight at IADT Ireland and Copenhagen Institute for Futures Studies.

He has lectured and spoken at organisations and universities including EASA Applied Anthropology Network, University of Amsterdam, and Direitos Humanos e Democracia in Portugal.